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研究生:陳美伊
研究生(外文):Mei-Yi Chen
論文名稱:網路社群關係、傳播行為與網路合購意願之研究-以食品為例
論文名稱(外文):The research on Community Relationship and the Communicative Behavior for Internet Group–buying -as an example of food
指導教授:楊豐兆楊豐兆引用關係
指導教授(外文):Feng-Chao Yang
口試委員:李德治林英顏
口試日期:2011-01-06
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:74
中文關鍵詞:網路合購虛擬社群傳播行為購買意願網路購物
外文關鍵詞:on-line shoppingthe internet grouping buyingpurchase intentnetwork communitynetwork community conducting
相關次數:
  • 被引用被引用:1
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隨著資訊時代來臨,網際網路成為許多民眾生活中不可或缺的一部分,也是消費者購買商品的重要通路。近年來網路合購行為非常熱門而且普遍,透過網路社群動員的「揪團」力量,使消費者享受到較低的商品價格,因而吸引許多網友加入網路合購的行列。本研究目的是探究網路社群關係變項對消費者合購意願的影響;同時找出傳播行為變項以瞭解這些變項對網路合購消費者合購意願的影響。依此提出下列研究目的:
一、網路社群關係對消費者網路合購意願之影響。
二、網路傳播行為變項對消費者在網路合購意願之影響。
本研究採問卷調查針對有網路合購食品經驗的消費者進行實體與網路電子問卷的發放。經104份預試問卷進行信效度分析修正問卷題目並編製正式問卷,總計發出正式問卷共463份。
研究結果發現網路社群信任與團體態度對網路合購態度有顯著的正向影響,而且35歲以下年輕族群對於網路社群關係抱持較高的正向態度;網路口碑傳播與網路廣告對網路合購態度有顯著的影響效果。男性消費者通常較主動在網路上分享自己使用產品的經驗;未婚者比已婚者在合購前更會上網了解網友們對該產品的評價。

Since the beginning of information era, internet has become the most important parts of lives. Online shopping is the main shopping modes for consumers. The internet grouping buying becomes popular and common in recent years. Through network community, online buyers can recruit more internet grouping buyers to bargain for a low price. Thus, more and more online buyers join the internet grouping buying. The purpose of this research is to explore the variables of network community; furthermore, to understand how the variables of network community influence on the online consumers’ purchase intention to join the internet grouping buying. Meanwhile, to find the variables of internet communication behavior that has effects on the purchase intention of the internet grouping buying. The purpose of this research is as follows: one, how the relation of network community influences on the purchase intention of the internet grouping buying; two, how the variables of community behavior influence the consumers to join the internet grouping buying.
This study gathered data from written questionnaires and online survey. A written questionnaire survey was conducted on 104 consumers to modify the credibility and validity of the questionnaire. The questionnaire yielded 463 valid
responses.
The result of this thesis showed that the reliability of the network community and group attitudes have positive influence on the internet grouping buying. The consumers under 35 have positive attitudes toward the network community. The electronic word-of-mouth effect and internet commercials have a dramatic positive influence on the internet grouping buying. The male consumers willingly share their experience on their initiative on the internet. Compared with married consumers, the unmarried online buyers will surf the evaluations of the products on the internet
before joining the internet grouping buying.

目錄
中文摘要............................................ Ⅱ
英文摘要............................................ Ⅲ
誌謝................................................ Ⅳ
內容目錄............................................ Ⅴ
表目錄.............................................. Ⅶ
圖目錄.............................................. Ⅸ
第一章 緒論...........................................1
第一節 研究背景與動機...............................1
第二節 研究問題與目的...............................6
第三節 研究流程.....................................7
第二章 文獻探討.......................................8
第一節 網路社群 ..................................8
第二節 網路傳播行為 ...............................10
第三節 網路合購意願 ..............................14
第三章 研究方法......................................20
第一節 研究架構....................................20
第二節 研究假設....................................21
第三節 研究變數操作性定義與衡量工具................24
第四節 樣本與資料蒐集..............................28
第五節 資料處理與分析..............................31
第四章 資料分析與結果................................33
第一節 樣本特性分析................................33
第二節 研究變數之信效度分析........................39
第三節 描述性統計分析..............................40
第四節 研究假設之檢定..............................49第五章 結論與建議....................................52
第一節 研究發現與結論..............................52
第二節 建議........................................54
第三節 研究限制....................................55
參考文獻 ............................................57
附錄一:預試問卷.....................................67
附錄二:正式問卷.....................................71

表目錄
表1-1 2006-2010年亞太各國電子商務市場規模預估...................2
表2-1網域類型排名調查................................................................29
表3-1社群關係量表因素篩檢........................................................29
表3-2傳播行為量表因素篩檢........................................................29
表3-3合購意願量表因素篩檢..........................................................30
表3-4修正後的變項因素分析........................................................30
表3-5預試問卷之各構面信度分析................................................31
表4-1 有效樣本受訪者人口統計分析表......................................35
表4-2受訪者最常參與合購網站....................................................36
表4-3受訪者最常參與網路社群...................................................37
表4-4受訪者較常接觸的網路合購訊息模式...............................37
表4-5受訪者最近一年的網路購買產品頻率...............................38
表4-6受訪者每個月網路購物金額...............................................38
表4-7受訪者網購食品類別...........................................................38
表4-8本研究各構面之信度分析 ...............................................39
表4-9量表題項之建構效度 .......................................................40
表4-10網路社群關係量表得分分布情形.....................................41
表4-11網路傳播行為影響得分分布情形……………………….42
表4-12網路合購意願量表得分分布情形……………………….42
表4-13受訪者性別與各變項間之差異分析……………………..43
表4-14受訪者婚姻與各變項間之差異分析………………..……43
表4-15受訪者年齡對社群關係之差異分析………………….….44
表4-16受訪者年齡對網路傳播行為之差異分析..........................45
表4-17受訪者學歷與各變項間之差異分析..................................46
表4-18受訪者居住地區與各變項間之差異分析..........................47
表4-19受訪者職業對社群關係之差異分析.................................47
表4-20受訪者職業對網路傳播行為之差異分析.……….………48
表4-21網路社群關係對網路合購意願之迴歸分析結果 ………50
表4-22網路傳播行為對網路合購意願之迴歸分析結果 ………51
表4-23假設檢定結果 ……………………………………………51

圖目錄
圖1-1部落格網站瀏覽的「網誌」內容分類(單位%).........3
圖1-2部落格網站瀏覽的「相簿」內容分類(單位%)............4
圖1-3研究流程圖......................................7
圖2-1 台灣網路購物市場規模 .........................14
圖2-2 網路合購流程圖 ...............................17
圖3-1研究架構圖.....................................20

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三、網站資料
聯合國國際電信聯盟(ITU)全球網路用戶普及率調查 http://www.find.org.tw/find/home.aspx?page=news&id=5705

2010年台灣寬頻網路使用調查報告http://www.twnic.net/NEWS4/91.pdf

行政院研考會公布2009年國際生活環境滿意度暨數位落差調查http://www.rdec.gov.tw/ct.asp?xItem=4173938&ctNode=12232&mp=100

資策會電子商務研究所「台灣線上購物市場發展現況分析」 http://mic.iii.org.tw/aisp/reports/reportdetail_register.asp?docid=2711

創市際市場研究顧問「台灣網路使用現況」 http://www.insightxplorer.com/specialtopic/crossmedia.html

天下雜誌2009年8月號
http://qmag.org/cw-429/

30雜誌 今天就要的競爭力「美國市調公司 Nielsen 2009年全球網路消費者調查報告」
http://www.30.com.tw/Board/print.aspx?go=1915

創市際2009年6月
http://distance.shu.edu.tw/98dmcix/d01.htm

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